Evaluation of Effectiveness Part 5: Integration and Evaluation Chapter 19

Chapter Outline I.Chapter Key Points II.Evaluating Effectiveness III.Stages of Copy Testing IV.Media Evaluation V.Campaign and IMC Evaluation

Key Points Demonstrate that you understand why and how advertising evaluation is conducted List and explain the stages of copy testing Identify the key areas of media evaluation Discuss how campaigns and IMC programs are evaluated

Evaluating Effectiveness Types and stages Developmental research Concurrent research Posttesting research Diagnostic research Factors to be evaluated –Communication effects –Sales impact Copy-testing services –Developed norms for product categories

Stages of Copy Testing Message Development Research Message strategy Concept testing Pretesting Diagnostics

Stages of Copy Testing During Execution: Concurrent Testing Tracking studies –Attitude tests –Wave analysis –Consumer diaries –Pantry checks –Test marketing

Stages of Copy Testing Posttesting: After Execution Research Memory tests Persuasion tests Likability tests Inquiry tests Scanner research Single-source research

Media Evaluation Evaluating audience exposure Advertising ROI and Media efficiency Check estimates in media plan against vehicle performance Critical evaluation is whether reach and frequency objectives were obtained

Media Evaluation Evaluating audience exposure Advertising ROI and Media efficiency Return on investment –The cost of creating and running advertising vs. revenue it generates Wearout Media optimization

Campaign and IMC Evaluation Marketing Communication Evaluation Direct response Sales promotion Public relations Evaluate ads containing elements that can be returned by using direct- response counts

Campaign and IMC Evaluation Marketing Communication Evaluation Direct response Sales promotion Public relations May be necessary to evaluate both trade and consumer promotions Payout plan Breakeven analysis

Campaign and IMC Evaluation Marketing Communication Evaluation Direct response Sales promotion Public relations Examine the success of the program in getting the message out to the target in terms of output and outcomes

Campaign and IMC Evaluation IMC Consistency New discipline Can be evaluated using IMC audit –Content analysis –Mystery shopping –Phantom phone calls

Campaign and IMC Evaluation S pecial Advertising Situations Retail advertising B2B advertising International advertising Generate store traffic –Simple counts Visibility –Participation counts –Sign-up and fill-out forms Loyalty –Participation counts

Campaign and IMC Evaluation S pecial Advertising Situations Retail advertising B2B advertising International advertising Lead count based on calls, s, and cards returned to the advertiser Conversion rates

Campaign and IMC Evaluation S pecial Advertising Situations Retail advertising B2B advertising International advertising Evaluation should focus on pretesting Helps correct major problems before miscommunication